Traditionally, sales and marketing have operated separately: separate objectives, separate operations, and little integration or coordination. Those days, thankfully, have passed – at least for market-leading organizations that are accelerating the velocity and success of their sales effort, despite challenging market conditions. In this session, you'll hear proven strategies and tactics for converting your sales and marketing organizations into an integrated, high-producing and revenue-generating machine. We'll share best practices, templates, and other tools you can put to work immediately to quickly accelerate results.
Managing Marketing Teams by Their Inputs in a World Obsessed With OutputGarrett Mehrguth, MBA
Managers and marketing teams alike are so focused on their output that they forget what drives their success...rapid testing of new inputs. In this session, I will present a new model for managing teams that basis growth on rapid testing of new inputs and failing/winning tests quickly.
Will include real life case studies and spreadsheets I use to manage our digital team. I will also include examples and data from our tests as takeaways for them to implement right away.
How to make friends and influence developers - @stekenwright at #TechSEO SummatRise at Seven
Nearly 80% of SEO professionals have been waiting more than 6 months for their most pressing recommendation to get implemented. If we're going to get things done, we need to learn to speak to our web development counterparts. No more hacking it on with Tag Manager - it's time to build a culture of optimisation.
How to develop a winning SEO team: What Search Marketing can learn from Formu...Varn
The slides from Tom Vaughton's Brighton SEO talk Sept 2021.
SEO is a bit like Formula 1. It is a zero-sum game and needs competitive, creative and technical people to succeed. How you get a podium finish in F1 is controlled by the car’s engine, aerodynamics, support team, strategy, competitor knowledge and driver. In our SEO world, we are similarly impacted by multiple factors that will influence the rankings of a website. So in his talk, using the analogy of Formula 1, Tom will consider the areas to explore and develop when creating a winning SEO team.
Andrew Shotland presents some ideas about how Google's concept of E-A-T may apply to local business' SEO programs. He also shows some concepts about how to do multi-location SEO strategy at scale
Site speed for in-house marketers | BrightonSEOBuiltvisible
As search engines and consumers constantly demand faster experiences, improving the speed performance of a website should be of great interest to brands looking to gain competitive advantage. Site speed performance more often comes down to a cultural challenge, rather than simply a technical one.
Maria Camanes, Technical SEO Consultant, helps non-technical marketers become aware of site speed performance and helps them achieve a culture of performance.
This presentation will help marketers better understand the technical solutions for improving site speed, and how best to benchmark it.
Managing Marketing Teams by Their Inputs in a World Obsessed With OutputGarrett Mehrguth, MBA
Managers and marketing teams alike are so focused on their output that they forget what drives their success...rapid testing of new inputs. In this session, I will present a new model for managing teams that basis growth on rapid testing of new inputs and failing/winning tests quickly.
Will include real life case studies and spreadsheets I use to manage our digital team. I will also include examples and data from our tests as takeaways for them to implement right away.
How to make friends and influence developers - @stekenwright at #TechSEO SummatRise at Seven
Nearly 80% of SEO professionals have been waiting more than 6 months for their most pressing recommendation to get implemented. If we're going to get things done, we need to learn to speak to our web development counterparts. No more hacking it on with Tag Manager - it's time to build a culture of optimisation.
How to develop a winning SEO team: What Search Marketing can learn from Formu...Varn
The slides from Tom Vaughton's Brighton SEO talk Sept 2021.
SEO is a bit like Formula 1. It is a zero-sum game and needs competitive, creative and technical people to succeed. How you get a podium finish in F1 is controlled by the car’s engine, aerodynamics, support team, strategy, competitor knowledge and driver. In our SEO world, we are similarly impacted by multiple factors that will influence the rankings of a website. So in his talk, using the analogy of Formula 1, Tom will consider the areas to explore and develop when creating a winning SEO team.
Andrew Shotland presents some ideas about how Google's concept of E-A-T may apply to local business' SEO programs. He also shows some concepts about how to do multi-location SEO strategy at scale
Site speed for in-house marketers | BrightonSEOBuiltvisible
As search engines and consumers constantly demand faster experiences, improving the speed performance of a website should be of great interest to brands looking to gain competitive advantage. Site speed performance more often comes down to a cultural challenge, rather than simply a technical one.
Maria Camanes, Technical SEO Consultant, helps non-technical marketers become aware of site speed performance and helps them achieve a culture of performance.
This presentation will help marketers better understand the technical solutions for improving site speed, and how best to benchmark it.
A Guide to Properly Migrating a CMS: The Rainbow EditionKristina Azarenko
In this talk, I will concentrate on a particular migration type, switching content management systems — as this specific type has its own challenges. I will show you what you need to know before moving to another CMS, what issues you will face, and the exact steps to overcome these issues.
Bring Your Talent Brand to Life in 4 Steps | Talent Connect San Francisco 2014LinkedIn Talent Solutions
Learn how to leverage the information from your LinkedIn Career Page to share content and elevate your company's message and brand to the talent you’re looking to engage.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
Aleyda Solis — SEO for Marketplaces and e-Commerce WebsitesSemrush
These slides were presented at the SEMrush webinar "5 Hours of SEO | SEO for Marketplaces and e-Commerce Websites". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-seo-or-seo-for-marketplaces-and-e-commerce-websites/
Local SEO - Your Brand SERP is your Homepage - Here's how you can take controlJason Barnard
Mike Blumenthal has been saying this for years: Google is your homepage, learn to optimise It. But this observation is even more true today than it was four years ago. And as we all know, it goes WAY beyond simply optimising your Google My Business listing.
In this webinar, Jason Barnard presents the most effective (and deceptively simple) process to create a solid, prioritised list of tasks to manage your Brand SERP (what your audience sees when they google your brand name). If you have reputation issues, this methodology will pull you out of the mire. If you don’t have any specific issues, the methodology will make that Google homepage look positive, accurate, and convincing to your audience and also push your credibility in Google’s eyes way ahead of the competition (think E-A-T).
Strategical SEO Audits that Drive Growth at #DigitalOlympusAleyda Solís
Actionable tips to identify the issues & opportunities that matter the most and capitalize on quick wins and higher potential queries to drive out SEO efforts
Traffic vs conversions how seo & cro can work togetherChloe Fair
SEOs are focused on driving traffic to a website (to increase sales) and CROs are focused on driving conversions on a website (to increase sales) – the end goal is the same. Diving into the conversion funnel, this talk will show you how CRO and SEO techniques can be combined to drive relevant, converting traffic to landing pages, targeting a broad range of queries from high to low intent.
How to Effectively Scale and Manage Your Brand’s Link Building ActivityKaizen
From our November webinar with Head of Creative, Sarah Fleming. Sarah’s presentation explored:
- How to run successful link building campaigns in all industries, including finance, insurance, fashion, travel and more
- Building SEO authority and trust across your brand’s target topic entities whilst remaining relevant to the news agenda
- How to measure the effectiveness of your link building activity against key targets and SEO goals
SearchLeeds 2019 - Sam Noble - Put your money where your data isSearchLeeds
In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam introduces you to Google Data Studio and SuperMetrics, showing you how to visualise data from different channels easily, helping you to use data to dictate where you should allocate your marketing budgets and more.
The Importance of E.A.T and Your Blog Strategy - Authoritas 'Tea-time SEO' Se...Authoritas
Get practical advice from SEO experts Alice Morgan and Tamara Warren from Alta Digital on the importance of Google's E.A.T (Expertise, Authority, Trust) framework used in it's Google Quality Raters' Guidelines to your blog strategy. In this short ~20 minute talk they present bite-sized actionable search engine optimization advice and blog/content strategy tips for the SEO community working from home during the coronavirus pandemic.
Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=iSApYipQCJk
How to Grow your Organic Search Traffic in International Markets #ConnectaBernAleyda Solís
Learn how to make the most out of international SEO to grow your organic search results and profits from international markets: criteria, do's and dont's, tools and more.
Email Marketing Metrics and Reporting with Excel DashboardsHolly Wright
In the world of email marketing, accurate data is essential. Learn how to use good old‑fashioned Excel to manipulate and interpret your data without wasting precious time. Holly Wright will show attendees how to creating robust, custom reports that can be refreshed with just a few clicks, and she'll share a report that is near and dear to her heart—something she refers to as MEGA-REPORT! In addition to talking briefly about the key metrics she looks at on a regular basis, she’ll share a step-by-step process for bringing messy, raw data into Excel, cleaning it up without wasting your entire day, and generating custom, dynamic dashboards that translate into meaningful marketing insights.
Get the dummy mega-report here: https://www.dropbox.com/s/i9baa6q836pukqi/Dummy-Email-Performance-Report-Final.xlsx?dl=0
Originally presented at The Email Design Conference 2015 (hosted by Litmus, by Holly Wright, Email Marketing Manager at Phoenix Direct (Atlanta, GA).
Whether you’ve moved in-house for the first time, or looking to pitch for a new client, the task of putting together an SEO strategy from scratch can be daunting. Where do you even begin? This talk covers the practicalities of focusing your efforts on what matters in order to produce a well-informed SEO strategy.
Presenting this set of slides with name - B2B Demand Generation Powerpoint Presentation Slides. This PPT deck displays twenty four slides with in depth research. Our topic oriented B2B Demand Generation Powerpoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographs for an inclusive and comprehensive B2B Demand Generation Powerpoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement.
Market research and insight professionals are now at center stage for helping businesses make sense of consumer data and make it count. More than ever before, marketing team heads and C-suite executives are counting on these individuals and groups to get a handle on the people that matter most to the business—the customers.
Industry pundits and analyst have come out and said that we’re living in the Age of the Customer and the only competitive advantage a business has is how it interacts with and wins over its customers. Marketing teams are trying harder than ever to get a handle on this group. So much so that Gartner has predicted that by 2017 the CMO will outspend the CIO on information technology tools used to help marketing understand the customer.
This presentation is about the researcher of the future; it walks through the 5 steps researchers and marketers need to do to make data count in the enterprise.
This PowerPoint deck was first presented by Andrew Reid, Founder, President and Chief Product Officer at Vision Critical, at the Advertising Research Foundation's Re:Think 2014 conference.
For more information about Vision Critical, please visit:
http://www.visioncritical.com
Everyone talks “integrated” but too often integration of marketing falls drastically short. If your advertising, campaigns, website and all marketing efforts are not synced, you are wasting time and money and not operating effectively. The presenter will show practical case studies of integration done well and provide tangible takeaways about how you can integrate your paid, earned, owned and social media.
Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
A Guide to Properly Migrating a CMS: The Rainbow EditionKristina Azarenko
In this talk, I will concentrate on a particular migration type, switching content management systems — as this specific type has its own challenges. I will show you what you need to know before moving to another CMS, what issues you will face, and the exact steps to overcome these issues.
Bring Your Talent Brand to Life in 4 Steps | Talent Connect San Francisco 2014LinkedIn Talent Solutions
Learn how to leverage the information from your LinkedIn Career Page to share content and elevate your company's message and brand to the talent you’re looking to engage.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
Aleyda Solis — SEO for Marketplaces and e-Commerce WebsitesSemrush
These slides were presented at the SEMrush webinar "5 Hours of SEO | SEO for Marketplaces and e-Commerce Websites". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-seo-or-seo-for-marketplaces-and-e-commerce-websites/
Local SEO - Your Brand SERP is your Homepage - Here's how you can take controlJason Barnard
Mike Blumenthal has been saying this for years: Google is your homepage, learn to optimise It. But this observation is even more true today than it was four years ago. And as we all know, it goes WAY beyond simply optimising your Google My Business listing.
In this webinar, Jason Barnard presents the most effective (and deceptively simple) process to create a solid, prioritised list of tasks to manage your Brand SERP (what your audience sees when they google your brand name). If you have reputation issues, this methodology will pull you out of the mire. If you don’t have any specific issues, the methodology will make that Google homepage look positive, accurate, and convincing to your audience and also push your credibility in Google’s eyes way ahead of the competition (think E-A-T).
Strategical SEO Audits that Drive Growth at #DigitalOlympusAleyda Solís
Actionable tips to identify the issues & opportunities that matter the most and capitalize on quick wins and higher potential queries to drive out SEO efforts
Traffic vs conversions how seo & cro can work togetherChloe Fair
SEOs are focused on driving traffic to a website (to increase sales) and CROs are focused on driving conversions on a website (to increase sales) – the end goal is the same. Diving into the conversion funnel, this talk will show you how CRO and SEO techniques can be combined to drive relevant, converting traffic to landing pages, targeting a broad range of queries from high to low intent.
How to Effectively Scale and Manage Your Brand’s Link Building ActivityKaizen
From our November webinar with Head of Creative, Sarah Fleming. Sarah’s presentation explored:
- How to run successful link building campaigns in all industries, including finance, insurance, fashion, travel and more
- Building SEO authority and trust across your brand’s target topic entities whilst remaining relevant to the news agenda
- How to measure the effectiveness of your link building activity against key targets and SEO goals
SearchLeeds 2019 - Sam Noble - Put your money where your data isSearchLeeds
In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam introduces you to Google Data Studio and SuperMetrics, showing you how to visualise data from different channels easily, helping you to use data to dictate where you should allocate your marketing budgets and more.
The Importance of E.A.T and Your Blog Strategy - Authoritas 'Tea-time SEO' Se...Authoritas
Get practical advice from SEO experts Alice Morgan and Tamara Warren from Alta Digital on the importance of Google's E.A.T (Expertise, Authority, Trust) framework used in it's Google Quality Raters' Guidelines to your blog strategy. In this short ~20 minute talk they present bite-sized actionable search engine optimization advice and blog/content strategy tips for the SEO community working from home during the coronavirus pandemic.
Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=iSApYipQCJk
How to Grow your Organic Search Traffic in International Markets #ConnectaBernAleyda Solís
Learn how to make the most out of international SEO to grow your organic search results and profits from international markets: criteria, do's and dont's, tools and more.
Email Marketing Metrics and Reporting with Excel DashboardsHolly Wright
In the world of email marketing, accurate data is essential. Learn how to use good old‑fashioned Excel to manipulate and interpret your data without wasting precious time. Holly Wright will show attendees how to creating robust, custom reports that can be refreshed with just a few clicks, and she'll share a report that is near and dear to her heart—something she refers to as MEGA-REPORT! In addition to talking briefly about the key metrics she looks at on a regular basis, she’ll share a step-by-step process for bringing messy, raw data into Excel, cleaning it up without wasting your entire day, and generating custom, dynamic dashboards that translate into meaningful marketing insights.
Get the dummy mega-report here: https://www.dropbox.com/s/i9baa6q836pukqi/Dummy-Email-Performance-Report-Final.xlsx?dl=0
Originally presented at The Email Design Conference 2015 (hosted by Litmus, by Holly Wright, Email Marketing Manager at Phoenix Direct (Atlanta, GA).
Whether you’ve moved in-house for the first time, or looking to pitch for a new client, the task of putting together an SEO strategy from scratch can be daunting. Where do you even begin? This talk covers the practicalities of focusing your efforts on what matters in order to produce a well-informed SEO strategy.
Presenting this set of slides with name - B2B Demand Generation Powerpoint Presentation Slides. This PPT deck displays twenty four slides with in depth research. Our topic oriented B2B Demand Generation Powerpoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographs for an inclusive and comprehensive B2B Demand Generation Powerpoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement.
Market research and insight professionals are now at center stage for helping businesses make sense of consumer data and make it count. More than ever before, marketing team heads and C-suite executives are counting on these individuals and groups to get a handle on the people that matter most to the business—the customers.
Industry pundits and analyst have come out and said that we’re living in the Age of the Customer and the only competitive advantage a business has is how it interacts with and wins over its customers. Marketing teams are trying harder than ever to get a handle on this group. So much so that Gartner has predicted that by 2017 the CMO will outspend the CIO on information technology tools used to help marketing understand the customer.
This presentation is about the researcher of the future; it walks through the 5 steps researchers and marketers need to do to make data count in the enterprise.
This PowerPoint deck was first presented by Andrew Reid, Founder, President and Chief Product Officer at Vision Critical, at the Advertising Research Foundation's Re:Think 2014 conference.
For more information about Vision Critical, please visit:
http://www.visioncritical.com
Everyone talks “integrated” but too often integration of marketing falls drastically short. If your advertising, campaigns, website and all marketing efforts are not synced, you are wasting time and money and not operating effectively. The presenter will show practical case studies of integration done well and provide tangible takeaways about how you can integrate your paid, earned, owned and social media.
Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
"Building a Well-oiled Sales Machine" Kathy Ruggiero: Senior Director Corpora...LeadJen
In racing, the Garage Area is among the most fascinating, because that's where all the tinkering takes place that gives drivers the edge they need to win. The same is true for campaign planning. Learn how to speed ROI by crafting a successful campaign with upfront planning, including market research, messaging, value propositions and training.
10 Do's and Don'ts of an Effective Modern Marketing MachineEllie Mirman
There's no secret formula, but there is an effective methodology to building an effective modern marketing machine. Here are 10 do's and don'ts to follow if you're a C-level building a marketing team.
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author's own methodology: Building a Sales & Marketing Machine.
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...PR 20/20
In his 2012 book, The Marketing Agency Blueprint, Roetzer advocated for the end to billable hours, and the need for agencies to move to value-based pricing that directly ties activities to outcomes. This session is an inside look at his efforts the last four years to discover PR 20/20's "value metric," and build an entirely new pricing system. Roetzer will share origins of the concept, challenges faced in constructing the model, lessons learned in rolling it out to clients, and tips for how agencies can reimagine their own pricing models to drive growth and unlock profits.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
This complete deck covers various topics and highlights important concepts. It has PPT slides which cater to your business needs. This complete deck presentation emphasizes Enterprise Tactics PowerPoint Presentation Slides and has templates with professional background images and relevant content. This deck consists of total of fourty eight slides. Our designers have created customizable templates, keeping your convenience in mind. You can edit the colour, text and font size with ease. Not just this, you can also add or delete the content if needed. Get access to this fully editable complete presentation by clicking the download button below. http://bit.ly/2OJ9ZKk
Scaling Up: Build For Scale: Strategies, Tips + Tactics For Ridiculously Rapi...Roland Frasier
This is Roland Frasier's presentation on Scaling Up from Digital Marketer's Traffic & Conversion Summit 2016. It explains how Ryan Deiss, Perry Belcher, Richard Lindner and Roland Frasier have grown and scaled Digital Marketer, Native Commerce and Idea Incubator businesses at triple digit growth rates over the past several years into industry leaders that they now are.
The presentation explains the growth models and growth hacks that DM and companies have used, the history of their growth and the strategic growth and tactics they are planning to use in the coming years to continue that. growth
How to Think Product Analytics in PM Interviews by Amazon Sr PMProduct School
Main takeaways:
- Knowing what metrics to measure and how to measure them are key skills for a Product Manager. Interviewers are always going to gauge this aspect.
- How should we think about setting Product Metrics for every situation? How should we think about measuring these?
- What are the strengths and limitations of A/B testing. When can you use it and when should you rely on other methods? What are the different methods for measuring metrics and when to employ those.
Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
[Webinar] The growth playbook from $0 to $1 billion - with Mike VolpeUserTesting
Mike Volpe, former CMO and founding team member at HubSpot shares what he learned growing the company from zero to over 15,000 customers and a $1 billion valuation.
8 Essential Elements of an Annual New Business PlanJody Sutter
The new business function at many ad agencies is more about blocking and tackling than thoughtful planning. But by taking the time to create a plan that sets expectations for your new business team, you’ll shift from reactive, scattershot pitching to more thoughtful, proactive growth. At INBOUND16, I shared a basic formula that any advertising agency can use as a starting point.
Buildings Don't Write Checks: A Predictable Pipeline ApproachHeinz Marketing Inc
This is a sample of how we teach (vs pitch) in prospect pitch meetings. To read the full contact, search "Heinz Marketing how not to pitch at pitch meetings" in Google.
The Advocate Effect: How internal & external advocates can accelerate deal ve...
Aligning Sales and Marketing into a Single, Cohesive Sales-Acceleration Machine
1. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Secrets to More Successful Collaboration
Between Sales & Marketing
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com @heinzmarketing
2. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Modern Marketer’s Field Guide
– Content Marketing Best Practice Guide
– B2B Sales & Marketing Metrics Best Practices Guide
• Send me an email (or bring me a business card) with
what you want
6. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Four steps to a better plan
1. Do the math (quantify what success
looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
@heinzmarketing
7. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Calculating what you need
Assumptions
Product A ASP $ 15,000
Product B ASP $ 50,000
Opp/Close % 33.0%
Lead/Opp % 10.0%
Product A CPL $ 15
Product B CPL $ 35
Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS
Product A Sales # 50 56 63 69 238
Product B Sales # 8 9 10 11 38
Total Sales # 58 65 73 80 276
Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000
Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500
Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500
Product A Pipeline # 150 170 190 210
Product B Pipeline # 25 28 30 33
Total Pipeline # 175 198 220 243
Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000
Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000
Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000
Product A Leads 1500 1700 1900 2100
Product B Leads 250 275 300 325
Total Leads 1750 1975 2200 2425 8350
Product A Lead
Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500
Product B Lead
Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375
Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
@heinzmarketing
9. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Marketing plan in 5 questions
1. What/who are your targets?
• Direct & indirect users, influencers
• Address entire buyer ecosystem
1. What do they care about? What outcome are they
seeking?
2. Where do you find them?
3. What or who influences them?
4. How do they want to engage and (eventually) buy?
@heinzmarketing
12. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Prospect Engagement Funnel
Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell
New
Customer
Drip Marketing
Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to content
Value-added special offers
Discovery events
White papers, top ten tips, etc.
Testimonials, Success Stories
Profile-Specific Messages
New product/service offers
Referral & Tell-a-Friend Offers
Network / Community Invites
New Opportunity Alerts
1:1 with Existing Customer
In-Market Events
Next Step Accelerator IdeasCustomer Targets (based on persona profiles)
@heinzmarketing
13. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Enumerating needs by role
Audience
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience
Vertical #2
CEO
Drivers PainPoints Value Propositions(bullet points) KeyMessages
KeyMessagesDrivers PainPoints Value Propositions(bullet points)
@heinzmarketing
14. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
8 keys to successful collaboration
1. Common objectives
2. Common definitions
3. Common compensation/objectives
4. Executive sponsorship
5. Up-front planning
6. Daily-weekly triage
7. Offline relationship-building
8. Measure before & after team satisfaction
18. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Lead scoring & next steps
Score Description Follow Up Action
A1 PERFECT FIT: BANT criteria and
Behavior aligned for immediate need with
larger opportunity.
Immediate Follow Up within 4 hours of
reaching Sales Queue.
Promote Dreambox Trial
A2 Strong Fit: possible smaller or longer term
opportunity within a school district or
school.
Immediate follow up within 4 hours of
reaching Sales Queue.
Promote Dreambox Trial or Demo
A3 Good Fit: BANT and strong interest
indicated. School-based opportunity.
Immediate follow up within 8 hours of
reaching Sales Queue.
Introduce demo if a Project and
Timeframe are being defined.
A4 Potential Fit: Some key BANT criteria not
yet determined.
Follow Up within 24 hours of reaching
Sales Queue. Qualify further for BANT
details.
Provide white paper or webcast
resources.
B1 Potential Fit: School district opportunity
but more BANT definition required.
Follow Up within 24 hours of reaching the
Sales Queue. Qualify further for BANT
details.
Provide white paper or webcast
resources.
B2 Potential Fit: School or classroom
opportunity. More BANT definition
required
Follow Up within 48 hours of reaching the
Sales Queue.
Attempt further qualification. Potential
move back to Marketing Nurture.
B3 Potential Fit: Longer term prospecting
opportunity. May take longer to evaluate
the solution and secure budget approval.
Follow Up within 48 hours of reaching the
Sales Queue.
Attempt further qualification and provide
informative resources. Potential move
into Nurture
19. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Content/nurture process
Market Leader
Q2 2010 Editorial Calendar
Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28
Corporate Theme
Content Theme
Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles
Keynote Recap
200th MLS
Industry Calendar Mid-year NAR
Broker Ops (Bob) Agent productivity tools -
what's recommended,
what's working (blog, AR)
Creating a customer-
centric brokerage (blog)
Top 10 reasons why
brokers should care about
social media (blog, AR)
12 ways to motivate,
excite and retain your
agents (blog)
Broker LinkedIn Group Questions What productivity tools are
your agents using? Any
that have been adopted
across the brokerage?
What does customer-
centric mean at your
brokerage? What are
your best practices around
this?
How many conferences to
do you attend each year?
Which are your favorites
and why?
What is your brokerage
doing with social media?
Can you measure specific
new business from these
investments?
How has business been
since the home-buyer
credit expired? What new
promotions have you
instituted to replace it?
What are your best
practices for motivating,
exciting and retaining your
agents?
What is your brokerage
doing to encourage and
facilitate teamwork and
resource sharing?
How much training do you
provide your agents?
What topics do you focus
on?
Leadership (Ian) The best customer service
advice I ever received
(blog)
Early listing season
observations (blog)
Why listings matter even
in a buyers market (blog)
Attracting & recruiting
agents (blog)
Agents & Teams (Scott) How to share best
practices across your
team (blog, AR)
Team collaboration best
practices (blog, AR)
How to be more efficient
when you don't always
share the same
workspace (blog, AR)
Combining resources
across a team to increase
marketing impact (blog,
AR)
Sales & Marketing Advice (anon) Five seller appeasement
strategies that won't break
the bank (blog, AR)
Seller marketing tips from
real estate veterans (blog,
AR)
Best practices for listing
presentations (blog, AR)
Search & Web Tips (Thad) How to increase your
Twitter followers (blog,
AR)
Why your Web domain is
so important (and why it's
not) (blog, AR)
How to be immediately
responsive to your Web
leads (blog, AR)
How to help local
buyers/sellers find your
Web site (blog, AR)
Using social media to
market your listings (blog,
AR)
Market Leader Voices
Five Ways to be a Market Leader
(Video)
5 ways to improve your
search results (Thad)
5 ways to build a business
within a business (Ian)
5 ways to instantly
improve your customer
service (Scott)
TBD TBD TBD TBD TBD
Ian's Leadership Videos Five Characteristics of a
Successful Real Estate
Business
Building a Customer-
Centric Brokerage
Why Lead Management
Matters (and why it's often
ignored)
Knowing when technology
is important, and when it's
not
Bringing it all together to grow your business
LeadershipCommentaryTraining&Education
Guest Posts: Broker Web site success stories (pull
from Exit customers)
Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
Spring Season Heats Up Are you growing your market share?
Q2
May June
New Vision for Real Estate Industry
@heinzmarketing
20. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
Getting sales to use your content
1. How does your content help them make
money?
2. Get sales leadership to buy in first
3. Show examples of how it works
4. Teach, train, launch, reinforce, measure &
celebrate
5. Create systems to make it easy
21. @Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c
@Sales20Conf #s20c
How to measure collaboration
1. Focus on fewer metrics (not more)
2. Establish a baseline first, then measure the lift
3. Compare opportunity & sales output to total
cost of resources
4. Measure before & after satisfaction